Employer brand insight for a global top-10 accounting firm

Our client is a global top-10 accounting firm. The CEO and group HR team had launched a number of initiatives aimed at enhancing the firm’s employer brand and attracting top tier talent to the business around the world.

Research Europe was selected to carry out employer brand perception analysis in the UK, to understand whether these initiatives had begun to resonate. During an extensive campaign we identified, connected with and interviewed a large number of sources, including alumni, clients, competitors, journalists, professional service industry experts and commentators. Respondents typically responded to a questionnaire format conducted as a phone interview. We collected both quantitative (e.g. how do you rate this initiative, on a scale of 0 – 4) and qualitative data (e.g. quotes and anecdotes giving more colour to responses) thus enabling us to produce a report rich with information.